Sex sells, and that is exactly what you can expect in the promotion for the upcoming season of Heidi Klum’s Project Runway. According to various outlets, Klum recently admitted that she shot a naked shoot earlier this week, which will air in upcoming advertisements for Project Runway, which premieres with its ninth season later this summer on Lifetime.

MSNBC reports that the decision to have Klum pose in the provocative shots was inspired by the idea of embracing today’s contemporary women. Lifetime looks to re-brand its women-skewing network into celebrating strong, confident, and sexy women. By having Klum appear in her birthday suit, they look to have her be the centerpiece of their new campaign on the cable network.